If you ever wondered when it the best time to translate a company website, its corporate news, documents, reports, press releases… well, the best time is NOW. But, if so, why is not every company in the land translating their website into five or six languages? The availability of fast and affordable translation services is not really an issue, for it is also possible to obtain professional translations quickly and use them in one’s website to communicate with audiences online, beyond one’s traditional markets. So, again, why is not everybody translating websites?
Many times we are the only ones to blame. We place limits on what we can do or cannot do, we say to ourselves “we are not able to do that”. That also limits our company’s growth. Oftentimes, WE are the greatest obstacle to making our company or product known by new people in new markets. Never forget that a professional translation service is essential to boost your company’s presence on the internet. The more languages you add to your website, the more multilingual content there is about your products and services. The more chances there are you will be found by those searching for your keywords.
A good translation strategy can increase your web presence. Take this simple check as an example:
- Search for your company name in Google.
- You should now see a list with results, with your company website on top of the list. Google will also list social media your company has been involved in (if any) and articles about your company. You can also search for pictures, videos, reviews by third parties, press releases, etc.
Now, let’s imagine someone does this but from a different place and using another language, for example German, Spanish, Japanese, French or Portuguese. Nothing that comes up will be immediately relevant for them because they cannot understand it. So, it is time to go…
We have just missed an opportunity to offer some knowledge, to contact and work on a lead simply because that visitor from Germany, Spain or Latin America, Japan or France saw that this website was not going to help him or her with the information needed. And even if he or she spoke English, they would have to read in a foreign language and perhaps they are not fluent enough. 72% of Japanese know very little or no English at all.
Think how many more readers you can reach by publishing your core content in several languages now that it is the best time to translate a company website. You can position your company, your products, information about your milestones and achievements closer to potential users. You can increase your website ranking and visibility fast because you control those publications and each one of them means a quality link. All this also improves your SEO efforts.
Search the number of visits you get today in your website’s main language. You can do this using features that most CMS like WordPress will provide in their dashboard or with tools like Google Analytics. Now, multiply those visits by the number of languages you are considering for publication, or your target markets’ languages. This ought to be beginning to look like something you should be doing….
Come on, let’s get started today – It’s EASY
- Select a page from your company website. Typically, this will be your home page and the sections with the most relevant information.
- Select a list of the best keywords and metadescriptions so you can provide this text in a separate document.
- Ask a professional translation agency to provide a quote to translate your company website into 4 or 5 target languages. Getting a quote is free and will help you to compare the different levels of translation services you can obtain from different companies.
- Pick the best one (not the cheapest one) but the quote that offers the best value for money. The translation agency should pick the text from your website and get it translated. Some will also take care of publication in your website or offer hosting in subdomains, etc.
- Add the translated pages to your website following a multisite or multilingual strategy. Perhaps you do not need this if the translation agency is looking after publication on your behalf (4).
- Remember that the keywords and keyword phrases in each language must appear in the content of your website, as well as in title tags and in metadescriptions to help search engines identify what is the page talking about. Just like you perhaps do not know what each language version is saying, search engines need a little bit of help to understand what the page is about and they do so by looking at word frequency in the body of the text, titles, etc.
You have just created a sort of internet level explosion of links into search engines. More importantly, you are now reaching readers you didn’t even know were there before!!